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Research then relying your
Start with ensuring your target on your products may prove calendar, but if
audience will be there – who will be sufficient. But that only works if what's on you don't adopt and
coming to the expo? Define your target display is truly revolutionary. adapt at least one of these Ps to help you
audience and make sure that they fall in accomplish whatever objectives you've set
the visitors profile of the specific event A far less common P these days is pricing. forth, you're not maximizing your
before you sign up to having a stand. A decade ago, it was fairly commonplace company's investment. Bottom line, if
to see exhibitors offering at-expo there's no reason for attendees to set foot
Plan discounts. For one reason or another, this inside your space, there's no reason for
After the research, which is the most P has become scarce, and it's relatively you to be surprised when they walk right
important part of ensuring which expo is rare to see exhibiting companies past your stand.
right for you, planning is essential. It can incentivising clients and prospects in this
feel incredibly daunting at your first trade manner. This is probably one of the most Sometimes the best way to get the most
show, but making sure you get it right effective and underutilized tools in out of an expo is by taking a speaking slot,
from the start, that your team is well- marketers' arsenals. If generating on-site which happens at most of these events.
educated in what you want to achieve and orders or shortening the sales cycle is a Do you have experience and/or
how they can help you to get there, is a goal for your organisation, then offering knowledge in a field that would help the
great point to start on. Ask for advice from even a nominal discount is an obvious expo attendees? Don't be afraid to put
the organisers and any other business reason for visiting your stand. After all, if yourself out there to the organisers,
owners you know that have done an expo the only way attendees can cash in on especially if you are already intending to
before. Suck up all the information you that special price is by signing on the pay for a stand – they will probably be
can to ensure this expo is the expo that dotted line before they leave the expo. more likely to give you the opportunity to
brings you the customers you are looking You've added both a tangible lure and a speak.
for. sense of urgency that should get your
exhibition on their must-see lists. Speaking at these events can also be a
Grab all opportunities great way to sell products – ask the
Be part of and take part in as much Finally, the third P. If your products aren't organisers if, because you aren't being
activities as possible during the expo. new, or you're not able to offer attractive paid to speak, you can have your
Demonstrate, let your voice be heard in expo- discounts, then you better be books/banners/products at the speaking
debates, offer competitions with prizes incorporating a promotional element or event during your talk. This will give the
worth winning and host special events for two. And when it comes to this third, attendees the opportunity to buy from
your loyal customers. arguably most powerful P, the possibilities you. If you can't do this, then ensure to
are endless. From pre-show mailers and give them the chance to see you after
Get visitors in your stand. Why should microsites to in-stand presentations and your talk, by sharing your stand number.
people visit your stand?" The idea is integrated programs, promotions can help
simple. If there's not anything "in it" for to differentiate you from other exhibitors, Bottom line, it's more important than ever
attendees, then there's no reason for them providing clients and prospects a reason to deliver unique experiences at expos.
to waste time visiting your stand. The to give your exhibit a second glance. Many Trade and industry-related expos are still
answer always fall into one of three exhibiting companies tend to look down highly efficient and cost-effective
categories, the three Ps: product, pricing, on in-booth games and giveaways as platforms for conducting sales and
and promotion. gimmicky. But if those gimmicks get marketing. A reputable exhibition
bodies into your space they are company's primary aim will always be to
The first P is the most common. Almost successful. create an enabling and dynamic
every company believes that its products environment conducive to effective
are a bona fide attraction. But this is often Despite whatever preconceived notions marketing and sales growth for all it's
fueled more by a superiority complex than you may have about your program or its exhibitors.
an objective evaluation of an offering's limitations, all three Ps are both affordable
attractiveness. If you're launching a new and applicable to your brand. You may not 07
product, pitting it against competitors' need all three for each trade show on
wares, or engaging in efforts to educate
current and prospective clients about why | mega interact |
your product is better than anyone else's,
